Sonia Morales
Wollongong
Summary
I'm a seasoned IT sales professional and strategist with a background in Law. I'm expert in business-driven technology, business communications and key account management. During my career, I've worn many hats: In house Legal-Regulatory & Compliance Manager, Retail Execution Manager, National Accounts Manager, Sales Director, and Regional Business Solutions Manager. As a result, I have a unique ability to manage and strategically navigate complex challenges. I have 10 years of business acumen, commercial negotiation and key account management experience. I thrive on a challenge and enjoy a fast-paced environment whilst bringing an energetic creative approach to my work.
Results-oriented client relationship manager offering several years of experience in the field sales and service roles. Employing voice of the client (voc) expertise to drive top-quality customer experience and satisfaction. Outstanding communicator excelling at building and retaining long-term relationships.
Highly-driven client relationship manager with strong background in meeting customer service, sales and business development objectives. Astute professional versed in assessments, procedures and regulatory guidelines. Demonstrated team player and contributor facilitating achievement of corporate goals, client satisfaction and effective sales process management.
Accomplished Sales Manager offering high performance leading development and implementation of superior sales strategy. Proven track record of identifying and creating profitable business opportunities, qualifying authentic prospects and cultivating strong partnerships. Demonstrated expertise in team leadership and development.
Overview
25
25
years of professional experience
Work History
National Client Relationship Manager- Government
Law In Order Pty Lty
01.2025 - Current
- Managed client communications to ensure satisfaction and address inquiries.
- Developed and maintained strong relationships with key stakeholders and partners.
- Coordinated project timelines and deliverables with legal teams and clients.
- Conducted regular client meetings to review service performance and feedback.
- Facilitated conflict resolution between clients and service teams effectively.
- Collaborated with marketing to enhance client engagement strategies.
- Analyzed client needs to recommend tailored legal services and solutions.
- Developed and maintained relationships with clients to ensure customer satisfaction.
- Provided timely responses to customer inquiries, requests, and complaints.
- Maintained long-term, profitable relationships with clients through problem solving, issue resolution and recommendation of new products and services.
- Created detailed reports on customer relations activities and performance metrics.
- Received, responded to and resolved customer issues or complaints quickly, resulting in increased client satisfaction.
- Identified new business opportunities through research and analysis of client needs.
- Addressed inquiries from clients and department team members.
- Participated in training sessions with staff members on topics related to client relationship management.
- Met with clients to ascertain needs and develop plans which address current and long-term goals.
- Built customer confidence by actively listening to needs and concerns and providing appropriate solutions.
- Established new and maintained existing client relationships by cultivating open and positive dialogue, delivering high-quality service and following up after sales close.
- Conducted regular meetings with clients to discuss their current requirements.
- Assisted in the development of marketing strategies aimed at increasing customer loyalty.
- Monitored customer feedback to identify areas for improvement in service quality.
- Negotiated contracts with clients for various services.
- Determined cross-selling or up-selling opportunities and provided team with insight to facilitate increased or new business.
- Advised senior management on best practices related to client relationship management.
- Maintained accurate records of client interactions and transactions.
- Ensured that all contractual obligations were fulfilled according to agreed timelines.
- Collaborated with stakeholders across departments to ensure high-quality customer service delivery.
- Improved client relationships and education, exceeding annual revenue expectations.
- Implemented initiatives designed to improve operational efficiency within the team.
- Developed and maintained strong relationships with clients to ensure customer satisfaction.
- Drove customer escalations to resolution by engaging directly with clients.
- Prepared documentation, reports, and logs to identify and manage sales metrics and support process driven activities.
- Managed tender submissions to ensure compliance with specifications and deadlines.
Retail Execution Manager- New Business
Opmetrix
Mascot
01.2017 - Current
- Solution selling & Key account management within FMCG and Life Sciences (Pharmacy & OTC) verticals
- Solution Presentations to big brand FMCG and Pharma Brands with a focus on improving team performance & productivity across retail, food service, independent grocery and Pharmacy Channels.
- Requirements scoping workshops including ride along with field reps to identify areas which can be improved to maximise sales.
- Working with brand manufactures and distributors eg Endeavour Consumer Health, Go Natural, Pacchini & Sons, Clorox, San Remo, Balfours Pies, Pernod Ricard to increase distribution, brand visibility & range, and maximise their revenue by directing activity in the field by increasing productivity and tracking results.
- GPS Field Team Journey Planning and Optimisation.
- Helping National Field Managers to embed best practice store call processes for field teams.
- Promotional campaign execution and compliance
- Merchandising and retail execution, audits, ranging, distribution, upselling and new customer acquisition.
- Helping field sales managers to identify new account acquisition opportunities
- Deployment of field sales solutions.
- Reporting, KPIs and Business intelligence to measure activity in field.
- Opmetrix deliver cloud mobile sales automation/retail execution management solutions for FMCG/ Consumer Products and Life Sciences (Pharmacy & OTC) field teams.
Regional Business Solutions Manager
Praxa Pty Ltd/ Nexon
Summer Hill
09.2015 - 12.2016
- Business Solutions sold into Commercial Sector and also Government Departments including NSW Department of Industry, NSW State Transit Authority, Department of Immigration & Border Protection (Federal), NSW State Trustees and Guardians.
- Business Management solutions- Business Intelligence / Analytics, ERP, Operational Management, CRM and HR Solutions.
- Business Process Improvement- Invoice & Expense Management Solutions, Database Managed Services
- Business Analysis & Consulting Services - Business Consulting & bespoke services.
- Public & Customised Training - Authorised SAP Training.
- Partnerships with industry leading vendors such as Microsoft, SAP, WennSoft, BOARD and Concur.
- Complex and strategic solution selling.
- Development of strategy and cut through messaging, including competitive analysis.
- Developing and managing pipeline and assessing sales opportunity.
- Strategic and Key Account Management (high value accounts)
- Development of customer retention strategy.
- Campaign marketing strategy and writing of content eg BI Blogs.
- Solution requirements scoping.
- Development of new business win strategy.
- Managing all aspects of the sales process including lead generation, qualification, evaluation, close and account planning.
- Face to face and online solution pitching and demonstration to key business stakeholders.
- Experience working across multiple territories and co-ordination of resources to support the sales process.
- New business increases, market share growth and client base growth.
- Business case development, best practice & ROI presentations.
- RFP Responses
- Contract drafting and commercial negotiation, multiple stakeholders.
- Praxa is a major player in the Australian IT market and an SAP / Microsoft partner specialising in business management solutions, business process improvements as well as business analysis and consulting services.
New Business Manager APAC - Consumer Goods & Pharmaceutical/ Life Sciences Industry
StayinFront Group Australia Pty Ltd
Macquarie Park
12.2012 - 04.2015
- Retail execution / salesforce automation and CRM
- Reporting & Analytics
- Development of new business sales strategy and cut through messaging
- Development of deal win strategies.
- Sales Increase- Responsible for finding New Business leads, developing pipe and closing deals within Asia Pacific region, working closely with StayinFront Sales Director Asia Pac to execute sales strategies and met sales quota expectations
- SaaS Technology Solutions- Development of value proposition and positioning of the StayinFront on demand (cloud) solution and related services to ensure customers see true competitive advantage.
- Market share growth & client base growth- Maximising territory potential through research, targeting prospects, qualifying, leveraging current relationships, networking, and referrals.
- Identifying and converting sales targets, detailed tracking of sales and prospects to establish and grow qualified pipeline.
- Stakeholder & Key account management
- Requirements scoping workshops and understanding FMCG routes to market including Retail, Foodservice, Development of new business customer proposals Including project investment, ROI, software licenses and professional service components.
- Participation in RFPs, software demonstrations, solution presentations and closing business.
- Demonstration of retail execution solution, reporting, segmentation and analytics
- Achieved annual 1.2 million sales targets.
- StayinFront is a global provider of innovative CRM and salesforce automation solutions from on-demand (SaaS) CRM and on-premise CRM to mobile access in field using Androids, iPads and iPhones, offering easy to use tools for FMCG, Consumer Products and Pharmaceutical/Life Sciences Industries.
National Business Development Manager
SILQware Pty Ltd
Sydney
04.2010 - 04.2011
- Responsible for new business nationally, lead generation, pipeline qualification, and closing of deals
- Development of sales strategy and campaign messaging.
- Development of marketing collateral and sales initiatives.
- Demonstration of software solutions, legal content and financial reporting.
- Live solution presentations to Law Society of NSW Bar courses.
- Consistently achieved sales conversion rate of 97% of each NSW Bar class (ie sold SILQ into 97% of Barristers in each bar course during 2010- 2011).
- Presentations of practice and legal content management solution to VIC & QLD Bar.
- Client relationship management and key account management.
- Upselling and account expansion- Identification and conversion of software licensing sales and services opportunity.
- SILQ specialise in practice management solutions for the legal industry, ie Barristers and Solicitors throughout Australia.
Sales Manager / Product Consultant (New Business Sales)
LEAP Legal Software Pty Ltd
Sydney
10.2005 - 04.2010
- Development of new business- lead generation, pipeline qualification through to closing of deals
- Part of team of 3 that consistently achieved 1.7 million in software sales annually (not including added revenue generated for support and legal searching).
- Development of existing client relationships to identify opportunity for revenue increase and upselling Account Management and expansion
- Demonstration of law practice management Software Solutions including financial reporting, Legal content and legal searching.
- Understanding the performance dynamics of a law firm and compliance to changing regulations for lawyers.
- Identifying practice management issues and providing workflow solutions to increase practice efficiency and profitability.
- Planning and live presentation during seminars including NSW State Legal Conferences.
- Development of Marketing Strategies
- LEAP Legal Software provides intelligent practice management solutions & online information broking services to the legal market in Australasia and the Persian Gulf.
In house Legal & Regulatory- Compliance
Commercial Radio Australia
Surry Hills
10.2003 - 10.2005
- Legal Advisory service to Commercial Radio Australia members on advertising codes and regulations (eg Broadcasting Services, Trade Practices, Competition, copyright, financial services, investment & insurance legislation).
- Formulating compliance reports and returns to government bodies and copyright agencies with regard to music played on air (eg APRA, ARIA, AMCOP).
- Submissions to government on range of issues that affect the commercial radio industry (eg Copyright, Broadcasting Services Act, Trade Practices, Consumer protection legislation.)
- Advising member radio stations on changed to legislation and commercial radio codes of practice.
- Presenting to on air radio talent (radio hosts) about compliance with codes during their radio segments.
- Customer relationship management.
- Commercial radio Australia Ltd is the national regulatory industry body representing 98% of Australia's commercial radio broadcasters, its purses a range of issues on behalf of its member stations.
Paralegal - Administration and Estates, Trusts
Cropper Parkhill Solicitors
Sydney
01.2003 - 10.2003
- Experience in the area of: Contract, Business, Property, Estate (law of succession) and Trust Law
- Client correspondence.
- Drafting contracts, agreements, affidavits and orders.
- Wills & probate, power of attorney, estate law, property law, Law of trusts and conveyancing.
- Legal research and Interpretation of legislation.
Office Administration
Minter Ellison Lawyers
Sydney
01.2003 - 10.2003
- Document preparation, generation & discovery preparation for trial
- Legal Research
- Contract Drafting
- Client correspondence
- Meeting co-ordination & minutes
Estate Manager
Perpetual Trustees Australia Ltd
Sydney
11.2000 - 11.2002
- Management of approximately 150 estate files across NSW, VIC, WA and SA
- Administering an estate within terms set out in will and all relevant laws
- Ensuring all assets are protected and prudently invested.
- Preparing monthly reports reflecting administrative position of all individual estates and liaising with client relationship managers.
- Formal confirmation of appointment as executor & Initial enquiries, asset liability searches and statements.
- Application for probate through Supreme Court.
- CGT searches and engagement of professional taxation accountants to deal with complex CGT matters.
- Establishment of beneficiaries.
- Drafting statutory declarations for beneficiaries & producing of beneficiary entitlement sheets.
- Establishment of components of residual estates.
- Payment of all estate debts, liabilities and legacies.
- Transmission of all estate to Perpetual Trustees to enable distribution to beneficiaries.
- Transferring all assets listed on the Australian Stock Exchange ASX and ensuring compliance with listing rules and appointment of independent share and unit trust registries.
- Organising advertisements in newspapers where deceased resided for creditor claims against estates for monies payable.
- Liaising with creditors, including banks, credit unions and financial institutions, private mortgagors, trade creditors, private companies, family trusts and family members.
- Sale of assets, if necessary, to generate sufficient funds to pay any debt/s.
- Asset distribution - confirmation of entitlements, drafting schemes of appropriation.
- Final asset distribution - scheme of appropriation, all necessary transfers sent to various institutions, government bodies, share registries and transfers processed.
- Determination and distribution of final cash balances and final estate statement transactions.
- Recording and archiving of entire estate administration.
Education
Bachelor of Laws (LLB) -
University of Wollongong
BA Communications - Journalism
University of Wollongong
Higher School Certificate -
Keira Technology High School
Skills
- Client relationship management
- Contract negotiation
- Sales strategy development
- Solution selling
- Project management
- Key account management
- Customer engagement strategies
- Conflict resolution
- Effective communication
- Proposal development
- Team collaboration
- Operational strategies
- Problem-solving aptitude
- Interpersonal and client communications
- Client needs assessment
- Presentation development
- Sales
- Opportunities identification
- Business development planning
- Relationship building and management
- Client retention strategies
- Business development
- Salesforce
- Conflict resolution skills
- Business growth strategies
- Relationship cultivation and retention
- Up-selling and cross-selling techniques
- Consultative support
- CRM software proficiency
- Account management
- Sales proficiency
- Account updates
- Customer relations
- Inter-department collaboration
- Account servicing
- Sales targeting
- Sales process
- Goal setting and achievement
- Sales forecasting
- Consultative selling techniques
- Profit maximization
- Profit and revenue-generating strategies
- Rapport and relationship building
- Operations management
- Multidisciplinary team leadership
Languages
- English
- Macedonian
- Italian
Hobbies and Interests
- Debating
- Gym
- Writing
Personal Information
Date of Birth: 03/11/78
Timeline
National Client Relationship Manager- Government
Law In Order Pty Lty
01.2025 - Current
Retail Execution Manager- New Business
Opmetrix
01.2017 - Current
Regional Business Solutions Manager
Praxa Pty Ltd/ Nexon
09.2015 - 12.2016
New Business Manager APAC - Consumer Goods & Pharmaceutical/ Life Sciences Industry
StayinFront Group Australia Pty Ltd
12.2012 - 04.2015
National Business Development Manager
SILQware Pty Ltd
04.2010 - 04.2011
Sales Manager / Product Consultant (New Business Sales)
LEAP Legal Software Pty Ltd
10.2005 - 04.2010
In house Legal & Regulatory- Compliance
Commercial Radio Australia
10.2003 - 10.2005
Paralegal - Administration and Estates, Trusts
Cropper Parkhill Solicitors
01.2003 - 10.2003
Office Administration
Minter Ellison Lawyers
01.2003 - 10.2003
Estate Manager
Perpetual Trustees Australia Ltd
11.2000 - 11.2002
Bachelor of Laws (LLB) -
University of Wollongong
BA Communications - Journalism
University of Wollongong
Higher School Certificate -
Keira Technology High School